Case Study

ROIDMI

In 2019 premium vacuum cleaner brand ROIDMI asked us to help launch its sleek and stylish products into the UK market. Team Fox got to work on an impactful communication strategy set to clean up the competition.

The Client

  • ROIDMI has a range of lightweight cutting-edge cordless vacuum cleaners, with sleek and stylish Scandinavian design and powerful performance.
  • An international brand known for its award-winning technology, the vacuum cleaner range features high-power digital motors, premium batteries and a five-year guarantee with class-leading two-year battery warranty as standard.
  • Completely new to the UK in 2019, the brand needed to make its mark on the media.
  • ROIDMI approached us looking to target the competitive consumer goods arena and we knew we had to create a launch strategy which would pack a punch across traditional and online media. 
  • Our plan was to utilise a comprehensive review programme to build the brand’s consumer presence. We also needed to support B2B sales sales channel growth and interest.  
  • As well as a full-on PR campaign, we needed to devise a social strategy and create and launch all of the brand’s social platforms.

 

The Strategy

  • Generating a buzz from the get-go, we first launched ROIDMI to the B2B press as we knew gaining support and backing of retailers was just as important as consumers and formed part of our long-term strategy.
  • We followed with B2C press, targeting local, national, and regional specialist media, generating stories and reviews on the products.
  • Next, we targeted specialist verticals with dedicated stories that engaged audiences who were not likely to otherwise have an interest in ROIDMI whilst highlighting key product features such as petcare and health and fitness. 
  • We utilised the brand’s key stakeholders for exclusive comments on cleaning topics such as ‘spring cleaning’.
  • We created and launched ROIDMI UK’s social media channels – Instagram, LinkedIn, Twitter and Facebook, and within a few months had gained over 10k followers with engaging content and imagery.  
  • We worked closely with ‘cleanfluencers’ as well as other key social media influencers, generating ROIDMI excellent social traction and increased brand awareness to our target demographic. 

 

The Results

  • ROIDMI regularly features in huge online publications like T3, Evening Standard, Tech Radar, Ideal Home, Daily Mirror, Mail Online, and Good Housekeeping.
  • ROIDMI also features in print titles such as Stuff, The Daily Express, and Bella, among many other consumer and trade titles.
  • The brand is now considered a key player in the UK vacuum industry, appearing in Google search results for round-ups and reviews and ranking next to the biggest brands in the sector. 
  • ROIDMI’s social media channels have continued to flourish, with aspirational content promoting not just the products but utilising lifestyle content and competitions for engagement.
  • We have delivered successful influencer campaigns generating content which is utilised across the brand internationally and engaged with by thousands of potential customers. 
  • The brand’s stakeholders regularly feature as thought leaders across B2B and B2C media, from insights on the industry in retail trade magazines to cleaning tips and tricks in consumer lifestyle publications.
  • We have launched tens of products, submitted and won awards, supported the team at trade events and buyer meetings and become a crucial part of the ROIDMI marketing team. 

 

 

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